The Legal Aid Society is the only legal justice organization that serves all five boroughs of New York City. That means in each borough, they’ve got multiple offices for each practice area—amounting to 2,000+ staff members. In addition, The Legal Aid Society is trusted by countless government officials, media outlets, and other law partners to provide expertise. To ensure that all of these key stakeholders got word about the new brand and website, we created a detailed brand rollout plan that documented announcement needs and methods for each key audience group. We developed Brand FAQs so leadership in each borough felt empowered to answer any staff questions that came up about the new brand. We also updated many of their key internal documents with the new brand and developed new pieces of collateral to support the external brand launch. Everything from T-shirts, to pens, to Know Your Rights brochures! In addition, the website first went live to members of The Legal Aid Society’s staff (we called it a “soft launch”) so they had the opportunity to provide feedback before it launched with the rest of the world.